Okay, you're a designer, you're expected to deliver something that is ergonomic and easy to use, and it has to be beautiful too. So, what will this thing do once you bring it into the world?" As you might guess, the students catch on quickly and respond with, "It should have some significance to the user and to enhance their lives in some way." Eureka! In their minds they shift their thinking from making things to designing things that help facilitate actions, behaviors and experiences.

Being an experience designer associated to an industrial design faculty myself, Mark expresses exactly what I feel. Worth reading.